Beauty Square: Discover Your Inner Beauty at Harajuku’s New Beauty Salon

18.June.2020 | FASHION / SPOT

Shiseido is set to open its new beauty salon Beauty Square inside WITH HARAJUKU on June 18, 2020. WITH HARAJUKU is a shopping centre located in front of Harajuku Station in Tokyo.

Beauty Square’s concept aims to have people discovering their beauty, having fun, sharing experiences, and learning the latest in the scene. Visitors will be able to purchase cosmetics and makeup products, participate in interactive digital content, experience the salon where hair and makeup artists will beauty up customers, and more. Focused on younger customers, Beauty Square is a place to find your inner beauty, and what better place to do it than in Harajuku—Tokyo’s hub for youth fashion, beauty, and culture?

Beauty Square is split into 4 separate zones: the Go-Live Zone, Brand Zone, Installation Zone, and Salon Zone. Let’s take a look at each in detail.

 

Go-Live Zone

In this area, the real world and digital world collide: enormous LED screens and signs fill the area where a variety of content will be broadcast, like hair and makeup tips from the Salon Zone artists. Influencers will visit the Go-Live Zone everyday and stream live.

 

Brand Zone

Brand Zone is the shopping area of Beauty Square featuring a lineup of numerous Shiseido group brands, like Laura Mercier, SHISEIDO, SHISEIDO PROFESSIONAL, Dolce & Gabbana Beauty, NARS, bareMinerals, IPSA, Cle de Peau Beaute, THE GINZA, and more. The Brand Zone also offers a one-on-one counselling service carried out by beauty consultants.

 

Installation Zone

This is the entertainment space filled with immersive artistic content like towering LED screens, kinetic lights that move up and down, moving lights, as well a tie-up with the 3D avatar social media app ZEPETO for customers to interact with, and more. Events and pop-up shops will also open in this area.

 

Salon Zone

Makeup artists who honed their skills and craft at the hair and makeup academy and studio SABFA will be customers’ one-on-on producers, carrying out personal hair and makeup styling. Talks will also be held.

The restaurant and lounge SHISEIDO PARLOUR THE HARAJUKU opened up on the 8th floor on June 16, 2020, where people from around the world can enjoy the traditional taste of SHISEIDO PARLOUR.

Japanese international superstar Kyary Pamyu Pamyu has also been appointed the ambassador f Beauty Square. She will be promoting beauty in various forms throughout the year with the theme “Beauty Diversity.”

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